A relational perspective on media relations strategies: The Chinese government's news conferences from 2001 to 2009

This study used the conceptual framework of organizational–public relationship cultivation strategies to quantitatively evaluate how the Chinese government's international media relationship cultivation strategies at news conferences changed from 2001 to 2009. It found that the Chinese government has begun to enhance its international media relations efforts but that there is room for further improvement.

► This study extended the generic organizational–public relationship cultivation strategies into the field of media relations.
► This study quantitatively examined the international media relations strategies of the Chinese government across a nine-year span.
► This study confirmed that the Chinese government began to embrace a two-symmetric model of public relations but found that further improvement is required.